Introduction to Digital Marketing

2. • DIGITAL MARKETING USES DIGITAL CHANNELS TO
REACH CONSUMERS.
• Channels include websites, social media, mobile devices,
and search engines.
• Combines principles of traditional and new marketing
strategies.
• Helps companies understand consumer behavior.
• Can come with challenges, including implicit bias.

3. DIGITAL MARKETING USES VARIOUS DIGITAL CHANNELS TO REACH
CONSUMERS.
Different from internet marketing, which is only on websites.
Includes email, content, search, social media, and more.
THE Biggest challenge is standing out in an oversaturated market.
Also comes with various challenges, including implicit bias.

4. • MARKETING PROMOTES PRODUCTS AND SERVICES TO IMPROVE MARKET SHARE.
• DIGITAL MARKETING USES WEBSITES, SOCIAL MEDIA, SEARCH ENGINES, AND APPS TO
INTERACT WITH CUSTOMERS.
• EMAIL, SEARCH ENGINES, AND SOCIAL MEDIA HAVE ALL BEEN IMPORTANT IN DIGITAL
MARKETING.
• COMPANIES NOW USE SMARTPHONES AND DIGITAL DEVICES TO MARKET TO
CONSUMERS.
• PEOPLE OFTEN MAKE BUYING DECISIONS ON THEIR PHONES BEFORE PURCHASING.

5. • ADVERTISERS ARE SOURCES AND TARGETED ADS ARE
RECEIVERS.
• SOURCES OFTEN TARGET SPECIFIC RECEIVERS, LIKE
MCDONALD'S TARGETING SHIFT WORKERS AND TRAVELERS.
• MCDONALD'S USED DIGITAL ADS AND ENCOURAGED
CUSTOMERS TO DOWNLOAD THEIR APP.
• ADS WERE PLACED AT ATMS, GAS STATIONS, AND POPULAR
WEBSITES.
• THE GOAL WAS TO INCREASE LATE-NIGHT BUSINESS.

6. • TRADITIONAL MARKETING CHANNELS INCLUDE PRINT AND BROADCAST ADS.
• Digital marketing channels continue to evolve.
• Eight common avenues for digital marketing include:
• Websites
• Search engine optimization (SEO)
• Pay-per-click advertising (PPC)
• Social media marketing
• Content marketing
• Email marketing
• Mobile marketing
• Video marketing
• Companies may use multiple channels in their marketing efforts.

7. • A WEBSITE IS THE CENTERPIECE OF DIGITAL
MARKETING ACTIVITIES.
• IT'S A POWERFUL CHANNEL AND NECESSARY FOR
ONLINE MARKETING CAMPAIGNS.
• A WEBSITE SHOULD REPRESENT A BRAND,
PRODUCT, AND SERVICE CLEARLY AND
MEMORABLY.
• IT SHOULD BE FAST, MOBILE-FRIENDLY, AND EASY TO
USE.

8. • PAY-PER-CLICK (PPC) ADVERTISING REACHES INTERNET USERS
THROUGH PAID ADS.
• IT CAN BE SET UP ON MULTIPLE DIGITAL PLATFORMS SUCH AS
GOOGLE, BING, LINKEDIN, TWITTER, PINTEREST, OR FACEBOOK.
• ADS ARE SHOWN TO PEOPLE SEARCHING FOR TERMS RELATED TO
PRODUCTS OR SERVICES.
• CAMPAIGNS CAN SEGMENT USERS BASED ON DEMOGRAPHIC
CHARACTERISTICS OR INTERESTS.
• THE MOST POPULAR PLATFORMS ARE GOOGLE ADS AND FACEBOOK
ADS.

9. • THE GOAL OF CONTENT MARKETING IS TO REACH
POTENTIAL CUSTOMERS THROUGH THE USE OF
CONTENT.
• CONTENT IS USUALLY PUBLISHED ON A WEBSITE AND
PROMOTED THROUGH SOCIAL MEDIA, EMAIL
MARKETING, SEO, OR PPC CAMPAIGNS.
• CONTENT MARKETING TOOLS INCLUDE BLOGS,
EBOOKS, ONLINE COURSES, INFOGRAPHICS,
PODCASTS, AND WEBINARS.

10. • EMAIL MARKETING IS AN EFFECTIVE DIGITAL
MARKETING CHANNEL.
• IT INVOLVES REACHING POTENTIAL CUSTOMERS
AND PEOPLE INTERESTED IN A BRAND THROUGH
EMAIL.
• LEADS ARE OFTEN ADDED TO EMAIL LISTS
THROUGH OTHER DIGITAL MARKETING CHANNELS.
• EMAIL MARKETING IS USED TO CREATE CUSTOMER
ACQUISITION FUNNELS.

11. • GOAL: BRAND AWARENESS AND SOCIAL TRUST
• CAN BE USED FOR LEAD GENERATION AND DIRECT
SALES
• EXAMPLES: PROMOTED POSTS AND TWEETS

12. • OLDEST FORM OF MARKETING
• INTERNET HAS GIVEN NEW LIFE TO IT
• INFLUENCERS PROMOTE OTHER PEOPLE’S PRODUCTS
• COMMISSION PAID FOR EVERY SALE MADE OR LEAD
INTRODUCED
• WELL-KNOWN COMPANIES LIKE AMAZON HAVE AFFILIATE
PROGRAMS
• MILLIONS OF DOLLARS PAID OUT PER MONTH TO WEBSITES

13. • YOUTUBE IS A POPULAR SEARCH ENGINE USED FOR
PRODUCT RESEARCH, LEARNING, AND
ENTERTAINMENT
• VIDEO MARKETING PLATFORMS INCLUDE
FACEBOOK VIDEOS, INSTAGRAM, AND TIKTOK
• INTEGRATION WITH SEO, CONTENT MARKETING,
AND SOCIAL MEDIA CAMPAIGNS CAN LEAD TO
SUCCESS WITH VIDEO MARKETING.

14. • SMS OR TEXT MESSAGES ARE USED BY COMPANIES AND
NONPROFIT ORGANIZATIONS TO SEND INFORMATION
ABOUT PROMOTIONS OR GIVE OPPORTUNITIES TO
CUSTOMERS.
• POLITICAL CANDIDATES USE SMS MESSAGE CAMPAIGNS TO
SPREAD POSITIVE INFORMATION ABOUT THEIR PLATFORMS.
• TEXT-TO-GIVE CAMPAIGNS ALLOW CUSTOMERS TO
DIRECTLY PAY OR GIVE VIA A SIMPLE TEXT MESSAGE.
• TECHNOLOGY ADVANCEMENTS HAVE MADE TEXT
MESSAGING A CONVENIENT AND EFFECTIVE WAY TO REACH
AND ENGAGE WITH AUDIENCES.

16. • DIGITAL MARKETERS USE KEY PERFORMANCE INDICATORS
(KPIS) TO MEASURE LONG-TERM PERFORMANCE.
• KPIS ARE QUANTIFIABLE WAYS TO COMPARE A COMPANY'S
PERFORMANCE TO THEIR COMPETITION.
• KPIS CAN INCLUDE CORPORATE STRATEGIES, FINANCIAL
GOALS, OPERATIONAL ACTIVITIES, AND MARKETING
CAMPAIGNS.
• KPIS ARE USED TO TRACK PROGRESS TOWARDS SPECIFIC
OBJECTIVES AND GOALS.
• KPIS HELP DIGITAL MARKETERS MAKE DATA-DRIVEN
DECISIONS AND OPTIMIZE THEIR CAMPAIGNS FOR BETTER
RESULTS.

17. • COMMON KPIS FOR DIGITAL MARKETERS INCLUDE:
⚬ BLOG ARTICLE FREQUENCY
⚬ CLICKTHROUGH RATES FOR EMAIL
DISTRIBUTIONS
⚬ CONVERSION RATE OF CALL-TO-ACTION
PROGRAMS
⚬ SOCIAL MEDIA TRAFFIC (LIKES, FOLLOWS, VIEWS,
SHARES)
⚬ WEBSITE TRAFFIC TO MEASURE SITE
EFFECTIVENESS
• KPIS HELP MEASURE LONG-TERM PERFORMANCE AND
COMPARE AGAINST COMPETITION.

19. • DIGITAL MARKETING POSES UNIQUE CHALLENGES FOR
MARKETERS
• DIGITAL CHANNELS ARE CONSTANTLY EVOLVING AND
MARKETERS MUST KEEP UP
• IT'S BECOMING HARDER TO CAPTURE AUDIENCE ATTENTION DUE
TO COMPETING ADS
• ANALYZING AND UTILIZING DATA IS A CHALLENGE FOR DIGITAL
MARKETERS
• DIGITAL MARKETING REQUIRES A DEEP UNDERSTANDING OF
CONSUMER BEHAVIOR
• NEW FORMS OF CONSUMER BEHAVIOR MUST BE ANALYZED, SUCH
AS WEBSITE HEATMAPS.

21. • IMPLICIT BIAS CAN AFFECT DIGITAL MARKETING EVEN
WITH CONSCIOUS EFFORTS TO AVOID IT.
• ALGORITHMS ARE IMPORTANT IN DIGITAL MARKETING BUT
CAN ALSO BE INFLUENCED BY BIASES OF THOSE WHO
PROGRAM THEM.
• EVEN SEEMINGLY SMALL CHOICES LIKE STOCK PHOTOS
CAN PERPETUATE IMPLICIT BIASES.
• INCLUSIVE REPRESENTATION IS IMPORTANT TO AVOID
EXCLUDING OR PERPETUATING STEREOTYPES TOWARDS
CERTAIN GROUPS.

22. • DEFINITION OF A DIGITAL MARKETING AGENCY
• FOCUS ON MARKETING TO CONSUMERS THROUGH DIGITAL
CHANNELS
• SERVICES PROVIDED BY A DIGITAL MARKETING AGENCY:
SOCIAL MEDIA, PPC ADVERTISING, VIDEOS, WEBSITES,
ETC.
• TYPICALLY WORKS WITH CORPORATE CLIENTS
• CAN HELP CREATE AND LAUNCH DIGITAL MARKETING
CAMPAIGNS

23. • SEO INCREASES TRAFFIC TO WEBSITES THROUGH SEARCH
ENGINES
• THE GOAL IS TO PUSH WEBSITES TO THE TOP OF SEARCH
RESULTS PAGES
• COMPANIES CAN APPLY SEO IN THEIR DIGITAL MARKETING
STRATEGIES
• SUCCESSFUL SEO LEADS TO INCREASED VISIBILITY TO
CONSUMERS
• CAN BE ACHIEVED THROUGH ORGANIC OR EDITORIAL
SEARCH RESULTS

24. • INTERNET MARKETING TAKES PLACE ONLY ON WEBSITES
• DIGITAL MARKETING INCLUDES INTERNET MARKETING,
SOCIAL MEDIA MARKETING, AND MOBILE APP
MARKETING
• INTERNET MARKETING IS LIMITED TO DESKTOP AND
LAPTOP DEVICES
• DIGITAL MARKETING CAN BE ACCESSED THROUGH
SMARTPHONES, TABLETS, AND OTHER DIGITAL DEVICES
• BOTH ARE IMPORTANT FOR COMPANIES TO CONSIDER IN
THEIR MARKETING STRATEGIES

25. • MOST DIGITAL MARKETING POSITIONS REQUIRE A BACHELOR'S
DEGREE IN A BUSINESS FIELD SUCH AS MARKETING OR A
RELATED FIELD LIKE COMMUNICATIONS.
• COMPLETING COURSES OR BOOTCAMPS SPECIFICALLY IN
DIGITAL MARKETING CAN BE BENEFICIAL.
• AN INTERNSHIP IN DIGITAL MARKETING WHILE IN SCHOOL CAN
PROVIDE PRACTICAL EXPERIENCE.
• A MASTER'S DEGREE IN DIGITAL MARKETING IS NOT NECESSARY
BUT MAY BE HELPFUL FOR CAREER ADVANCEMENT.

27. • WRITING SKILLS ARE CRUCIAL TO CREATE
COMPELLING CONTENT FOR CONSUMERS
• COMMUNICATION SKILLS ARE NEEDED TO
EFFECTIVELY CONVEY THE PRODUCT'S STORY TO THE
TARGET AUDIENCE
• DATA ANALYTICS SKILLS ARE IMPORTANT TO
MEASURE THE PERFORMANCE OF MARKETING
CAMPAIGNS AND IDENTIFY AREAS FOR
IMPROVEMENT
• SOCIAL MEDIA AND OTHER ONLINE SKILLS ARE
ESSENTIAL FOR DIGITAL MARKETING SUCCESS

28. • TRADITIONAL ADVERTISING CAMPAIGNS HAVE BEEN
SUCCESSFUL IN THE PAST, SUCH AS THE MARLBORO MAN
AND WENDY'S "WHERE'S THE BEEF?" TAGLINE
• CHANGES IN MEDIA CONSUMPTION HAVE LED TO A SHIFT
TOWARDS DIGITAL MARKETING
• ALGORITHMS IN DIGITAL MARKETING CAMPAIGNS CAN HELP
AVOID IMPLICIT BIAS
• DIGITAL MARKETING IS CONSTANTLY EVOLVING WITH
CHANGES IN TECHNOLOGY